Major yesterday launched the "EGV Cyber Passport'' campaign in conjunction with telecom firm True Corporation Plc. The campaign includes a pilot project deploying radio frequency identification (RFID) technology.

Customers' passports will record purchases of movie tickets or snacks and beverages from the candy bar at EGV theatres as "mileage" points, which can be accumulated and redeemed for True's communications products such as high-speed Internet, Wi-Fi, True Move SIM cards and home telephone service.

Anavach said the repositioning of the EGV brand would be completed next year. The project includes complete renovations of 100  screens at nine cineplexes.

Also, the EGV logo is to get a more modern look, while new ticketing and promotion technologies will fit the lifestyles of today's young consumers. "We aim to boost EGV's share of total ticket sales from 23 per cent now to more than 30 per cent next year," Anavach said.

By the end of next year, teens should make up more than 70 per cent of the audience at EGV cinemas, up from the current 60 per cent.

The EGV Cyber Passport campaign, which starts today and runs for two months, is expected to help increase traffic, which presently runs at more than one million visitors watching about two movies a month. "We would like to increase their watching frequency to three to four times per month," Anavach said.

Phaibul Sirivanich, director and general manager for True's consumer business, said the operator would provide its latest technologies to its collaboration with Major.

"One of the unique features of this campaign is the use of the RFID technology," said Phaibul.

"True pioneered the use of the technology by applying it to accessories which are popular with teens. By linking RFID technology to the EGV campaign, True once again reinforces its position as the leader in convergence solutions by combining new technologies to fulfil and enhance consumers' lifestyles."

Kwanchai Rungfapaisarn

The Nation